ITC's Fabelle Chocolates appoints What's Your Problem as digital AoR

The agency won the account nearly six months ago, and has been working behind the scenes for its launch since thenPriyanka Nair | ETBrandEquity | August 03, 2016, 06:30 IST

ITC Foods brings on board What's Your Problem as digital and social agency on record for its high-end luxury chocolate brand, Fabelle. The agency won the account nearly six months ago, and has been working behind the scenes for its launch since then. The brand will be retailed through exclusive Chocolate Boutiques located in ITC's Luxury Hotels.

Commenting on the win, Amit Akali, managing partner and creative head, said, "Winning and launching Fabelle has been like a homecoming for me. I've been lucky to be involved in launching two other successful ITC Food Brands, namely Bingo and Yippee Noodles. And we're very confident the success will continue. We're extremely excited about Fabelle, which is one of a kind luxury chocolate brand in India. And luxury brands come with their own challenges and understanding. It helps that I am a chocoholic and ITC makes one of the finest chocolates in India."

"Fabelle being a super-luxury brand a large part of the marketing is digital and experiential. Hence, our mandate has been beyond the typical social digital mandate. We're also working on exciting experiences like a responsive web-site, digital menu apps and video content for in-boutique digital screens. Every small touchpoint, has to be an experience and every piece of content a piece of art," added Hammad Khan, director - technology and servicing, What's Your Problem.